– Foodmix Marketing Communications, a full-service food marketing agency, is shedding light on what consumers look for when it comes to discovering true love—not with a partner, but with food. The agency’s 2019 food trend predictions reveal what is making the hearts of consumers and chefs skip a beat before they become loyal to a brand.

Living in a culture driven by food, it’s important to understand what food-engaged consumers and chefs are rallying behind in order to achieve brand love status. These predictions that are driving brand advocacy, including clear labels, food as medicine, cannabis and growing skepticism of Facebook, are paving the way to understanding what is important to today’s consumers and the relationship that they have with food brands.

With more than 30 years of experience successfully telling the stories of food brands, Foodmix understands what consumers and chefs look for when choosing brands to stand behind. Here is what will get chefs and consumers talking, eating and snapping in 2019.

Foodmix Marketing Communications’
2019 food trend predictions:

1. CLEAR LABELS

Clean labels will continue to be a focus, but that is just the beginning; consumers want to learn about the journey of ingredients, health benefits and brand story – all from the label.

2. PLANT-BASED FOODS WITHOUT THE YUK

Plant-based will continue to be all the rage; we expect to see a slew of new products particularly in the snacking and breakfast categories. But, players will struggle with delivering on the flavor/taste component of the brand offering. A lot of new items will sound better than they taste.

3. “I DON’T TRUST FACEBOOK”

“Fake news” and privacy attacks have contributed to the public’s—and brand marketer’s— wariness of Facebook. Sure, grandma needs to see those pics, so we predict that Facebook will shift to serve older generations, while other more visual and flexible social media platforms that enable story telling, will be more fully utilized for building relationships between food and foodies.

4. “I CAN’T AFFORD TO BE HEALTHY”

The paradigm of the “better for you, the more it will cost you,” will begin to shift. With all the investment money flooding the food business, challenger brands, loved for their healthy attributes, will scale up and be more approachable for the masses.

5. “IT’S A FOOD WORLD AND I JUST HAPPEN TO LIVE IN IT”

The hidden middle aisle of your grocery store is no longer the domain of global foods. Foodies see global inspired flavors and foods as a way to explore the world when life keeps them off the road.

6. MEDICINE MAN BECOMES MEDICINE MOM

So this trend has been around for a while (let’s say thousands of years), but on the Mom (and Grandma) scene all types of natural foods are becoming commonplace answers to everyday ailments. Elderberry syrup for colds and flus, essential oils to cure everything from a cold to cancer, and even daily apple cider vinegar shots to aid in digestion. Food as medicine is sure to be amplified in 2019!

7. “MY MEAL KIT SERVICE FEELS LIKE SHACKLES”

It comes every week and I must prepare it and store it and re-warm it and throw a bunch away. Meal kits, shipped to consumers’ doors directly every week, are proving to be more of a burden than convenience. But the idea of “elevated convenience” is here to stay. Look for technology to help move this trend along in 2019. Meal Kits (a few will survive via retail partnerships), meal components, delivery service, and yes, even robotics will make it easier to put dinner on the table – or in a cup holder, etc.

8. BIG BRANDS BITE BACK

The reports of the death of big brands have been highly exaggerated. Market share declines have gotten the attention of legacy brands that still have considerable equity and leverage in the market place. Reformulations of existing items will continue, as will the engagement in start up incubators looking for that next big thing.

9. MY WIFE SAYS GROWN MEN DON’T GET TUMMY ACHES

Nomenclature aside; gut health is being better understood and will be a big focus in 2019. Prebiotics will gain some attention, but probiotics will continue to be featured as well. As Americans understand the role gut happiness plays in overall health, wellness and quality of life, look for fewer tummy aches in 2019!

10. DAVE’S NOT HERE (BUT HE’S ON HIS WAY)

Okay references to Cheech & Chong Movies of the 70’s aside – cannabis is a cultural wave that shows no signs of slowing down. Aside from munchies, what are the implications for food? Well, as strains/components of weed emerge – like CBD Oil – which is not psychoactive but is known for its pain relieving properties; expect more of cannabis related ingredients popping up in food and beverages. Federal regulations will need to change to maximize the potential, but many regional food brands are already utilizing components – and the big beverage companies – are well into their research and development processes.

To speak to a member of the Foodmix Marketing Communications team about these trends, please contact tteckenbrock@foodmix.net or call 630-366-7515.

About Foodmix Marketing Communications

Foodmix Marketing Communications is a full-service brand marketing agency, supporting clients in the areas of market research, brand strategy, creative development, communications and innovation. Foodmix has been developing and executing integrated B2B, B2C and increasingly B2B2C brand campaigns for some of the biggest and best names in food for more than 30 years. Foodmix has been at the forefront of The Food Renaissance by helping clients interpret and capitalize upon the evolving food culture. For more information, visitwww.foodmix.net.

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Foodmix Marketing Communications is a full-service food branding agency that has been developing and executing integrated B2B food marketing, B2C food marketing and increasingly B2B2C food advertising and marketing campaigns for some of the biggest and best names in food for more than 30 years.

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Brand Love Supercharges Consumer Behaviors

What Foodmix Feels this Means For The Future

While “Brand Likers” have strong relationships with their favorite foods, “Brand Lovers” react to their beloved brands in ways that align with a company’s most critical KPIs. Our research shows that Brand Lovers are the most loyal buyers and truest brand advocates anywhere.

What Foodmix feels this means for the future.

Adding claims to your brand message probably won’t elevate your brand to the status of “loved.” To set you on the right course toward Brand Love means starting with the target consumer and understanding their lives and passions. And when we say target consumer, we do not mean the broad groupings based upon demographic profiling. We mean identifying the thought leaders in these large traditional groupings – “the cool kids everyone looks up to” or emulates. When you understand what drives these influentials, chances are your path to Brand Love will become all the more clear.

What Foodmix feels this means for the future.

Personality matters. The best way to be loved is to be interesting, relevant and authentic. This can only be done by better understanding one’s target – not just their demographics. Only through a deep immersion can we understand what drives them and what will get their attention. Marketers tend to broadly define a target in the hopes of appealing to a mass audience so as to generate substantial business. But you can’t be all things to all people. Focus on the thought leaders and influencers – make your target as small as you can. Then draw them in with a story that creates a powerful, personal bond. Once you connect with an influential few, the masses will follow.

What Foodmix feels this means for the future.

It’s easy to chase headlines, but marketers need to be cautious, especially in today’s food culture. For every trend there is a counter-trend. How many gluten-free products will ultimately survive? What happens when “non-GMO” simply becomes a point of entry? Grabbing a trend and staking your whole reason for being upon it can have significant risks when the trend proves to be a fad or when the market is saturated. Truths last and resonate. Find your “True North” and forge a path that leads your consumers to an unremitting love for your brand.

What Foodmix feels this means for the future.

Creating brand bonds can take time. But that’s not to say your brand needs to spend decades on the shelves. Creating great experiences is an integral way to attain Brand Love. Your brand needn’t “own” the experience, simply enhance it. If your brand is established, go retro. Not only is retro the rage, it could spark a trigger of happy times. Established brands can also leverage existing equity to create successful line extensions. Newer brands can benefit from this “experience” dynamic as well. How can your product help recreate, or refresh, life experiences consumers hold dear? Creating Brand Love is about fitting your brand into consumers’ lives, not wedging your story into their mind. Be true, and be relevant.

What Foodmix feels this means for the future.

Times have changed. Well-established brands need to evolve along with an ever-changing food culture. For them, Foodmix continues to utilize our unique B2B2C capabilities to help them own both the retail customer and the ultimate consumer. But the path today is different – the buzz now is all about shifting consumer expectations and behavior – something we have been tracking and acting upon for decades. Who better to help food companies profi t during the Food Renaissance than the team who helped them master the shift from “at-home” to “away-from-home” food spending over the last 30 years? Welcome to the Food Renaissance – let’s get together and create some Brand Love.

Nadine Baarstad
VP, Client Development

“I believe in two food groups: Bread pudding and ‘other ‘.”

Every company needs a brand advocate, and who better to serve in that role than Nadine? She’s our client development guru who knows how to move our clients from “brand like” to “Brand Love.” Whether she’s attending industry conferences, serving on marketing boards, or scouring media outlets for news, Nadine can spot someone who could use a little Brand Love in their lives. She understands what clients need because she has worked on all sides of the business, from media planning/buying to account direction to TV production. She has won accolades and awards for her work with respected brands including ConAgra, Maybelline, Dial Soap, Humana and more.

“I now pronounce you man and Wasabi Peas.”

Sure, there’s Brand Love. But what about “Brand Marriage?” If such existed, Tim would have most likely presided over many a ceremony. In fact, through the years, Tim has helped unite people and brands as lifelong partners to have and to hold, to honor and cherish, from first purchase forth. Tim is a strategy-first creative who helps craft brand stories that connect. In fact, Tim has spent over 20 years connecting customers and consumers to various food and beverage brands through integrated marketing efforts and award-winning advertising for agencies like Lois/EJL, Campbell-Mithun, Bozell and more.

George Kusch
Creative Director

“Whispering sweet nothings to my pepperoni pizza puffs.”

Love may be blind but “Brand Love” is anything but. At the risk of making Brand Love seem fickle, creating Brand Love is very much dependent upon all the senses. What one sees. What one feels. And if there’s one guy who can make a brand simply irresistible, that guy is George. George masterfully highlights a brand’s sexiest features while crafting a brand story that truly connects. And truly moves customers and consumers to action. In fact, George has spent over 25 years gussying up brands with award-winning creative for agencies like Foote Cone & Belding, RSCG Tatham, Campbell-Mithun and more.

Peter Baughman
Vice President, Communications

“I will fight anyone who disagrees that Gummi Bears are the world’s finest food.”

When it comes to love, we’ve all heard how important communication is. When it comes to Brand Love, that need for clear and powerful communiqués is extremely magnified. Fortunately, there’s Peter. Peter is a masterful marketing wooer, making sure the right message gets to the right people in the most effective and proficient manner. With over 15 years of agency experience including long stints at OMD and Starcom, Peter has perfected his skills regarding the oversight, execution and measurement of all communications (external and internal) via paid, owned, earned and shared platforms.

Steve Megel
Chief Operating Officer

“loving a brand at the age of 6 and sharing it with your grandkids at 60.”

Every Lothario needs a wingman. When it comes to the team of brand love creators here at Foodmix, Steve is that guy. He’s a behind-the-scenes bigwig, overseeing the financial and day-to-day operations of this finely tuned agency. And he’s available to share his financial acumen to help grow clients’ businesses as well. Combine that with his extensive IT and Internet management skills and it’s no wonder Steve has been considered an invaluable asset, ever since his days as a CFO at a communications behemoth and as an officer of major agencies and holding companies.

Sara Hagen
President

“forget the life preserver, throw me a wheel of P’tit Basque.”

How does one get to “Brand Love” from “Brand Like” or “Brand We’re Just Friends”? That’s where Sara comes in. She is Brand Love’s true muse – overseer of the entire Brand Love-building experience. Sara is tirelessly invested and committed to each of Foodmix’s clients – whether she’s crafting a marketing communications plan or collaborating on a client’s future goals and ways to exceed them. Beginning with her years at Nakano Foods, followed by leading the charge for Rich Products at O’Connell, Norton & Partners, up until her current position here at Foodmix, Sara has earned every bit of her esteemed reputation in the food and food marketing industries.

Dan O’Connell
Founder/CEO

“I want to bathe in my favorite barbecue.”

When it comes to creating Brand Love, there is no matchmaker quite like Dan. He wields strategic know-how like Cupid’s bow and hones sharp insights into pinpoint-precise arrows that target audience’s collective derriere. In other words, Dan knows what makes the evolving food culture tick. He’s refined his craft for over three decades, both as client and agency guy. In 1988, Dan founded Stricevic & O’Connell – a small marketing firm that quickly blossomed into the Food Marketing Division of Bozell Worldwide. Today, along with overseeing the strategic and creative direction on all major Foodmix accounts, Dan speaks nationally on marketing issues and is involved in several food industry associations.

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